How to Appeal to the Top Dog Executives for Events

January 21, 2020 Susan Serena

When it comes to customer engagement, 73% of B2B marketers believe events trump other methods. So if your brand doesn't host events, you better start now.

But where do you begin?

First of all, you need to know who you want to attract to your event. For most people, it's those c-suite executives. With the ultimate decision-making power in their businesses, these people are who you want to be interested in what you have to sell.

So how can you create events that appeal to these top-tier attendees? We'll show you the important things to focus on when putting on an event so you attract the right audience.

Make Sure You Have the Right Content

Your event may be in an exclusive location at an impressive venue, which can make someone take a second look at your event ad. However, you can quickly lose their interest when you don't have the right content.

Realize that top level executives hate conventional sales pitches. So make sure you strike any traces of it from your agenda.

Instead, find out what their organizations' pain points are and present your brand as the solution, all without directly selling your product to them. Make sure your content is educational and concise; once c-level execs hear that you understand their business problems and have viable solutions, their ears will perk up.

A great way to present your product as a solution is by showing them case studies. These are the equivalent of bedtime stories to c-level people since not only are case studies interesting, but they also demonstrate hard evidence of solutions, putting business issues to rest.

Collaborate with High-Value Professionals

It's well-known that c-level executives like to see results. They also like to see experts' testimonies to how solutions can work in their industries. C-level execs like cold, hard evidence that's tangible.

Not only should you ask high-value professionals to speak at your event, but you should also work with them to shape the event. It can benefit everyone when all parties involved in the event put their years of experience into it.

Feature Your Own Executives

It's human nature to want to relate and trust others who are similar to you. So what better way to appease that need than by having your own top executives speak at your event?

When other c-level execs see how confident and knowledgeable your own top executives are, they'll naturally be drawn to what they have to say and offer. It'll put you one step closer to sealing the deal.

Attract Top Executives to Your Next Event

If your previous events haven't brought in the right people, don't despair. By keeping the above tips in mind, your next events are sure to catch the eyes of the executives you've been eyeing. When you carefully consider all the aspects while planning, you'll hit the mark and bring valuable prospects into your sales funnel.

Want to connect with some c-level clients later this year? Then check out The Event Planner Expo.


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